Prudent Pedal

Prudent Pedal We are a marketing consultancy that helps firms who want a more strategic approach to marketing, but don’t have the resources to deliver it.

We are marketing consultancy that help firms that want a more strategic approach to marketing, but don’t have the resources to deliver it.

“I’m worried about where you’re going here!” It had taken the CFO a day and a half to finally burst. He had been watchin...
09/02/2022

“I’m worried about where you’re going here!” It had taken the CFO a day and a half to finally burst. He had been watching our planning session proceed, only commenting when his financial expertise seemed relevant. But after the CEO’s description of his expansive vision for the company, the CFO had finally had enough.
“What are you worried about?”

“I’m worried about where you’re going here!” It had taken the CFO a day and a half to finally burst. He had been watching our planning session proceed,

In 2002 Rajat Gupta, then managing director of McKinsey, pushed the firm’s head of marketing and public affairs, Javier ...
09/01/2022

In 2002 Rajat Gupta, then managing director of McKinsey, pushed the firm’s head of marketing and public affairs, Javier Perez, out of the firm. The reason: multiple partners had shared their dissatisfaction with the firm to writer John Byrne in a wide-ranging feature in BusinessWeek.
Gupta had spent his tenure refocusing the firm on growth.

In 2002 Rajat Gupta, then managing director of McKinsey, pushed the firm’s head of marketing and public affairs, Javier Perez, out of the firm. The reason: multiple partners had shared their dissatisfaction with the firm to writer John Byrne in a wide-ranging feature in BusinessWeek.

Ted HarroContributed by Ted HarroOne of my first assignments in my new job was to fly out to see one of our firm’s clien...
08/31/2022

Ted Harro

Contributed by Ted Harro

One of my first assignments in my new job was to fly out to see one of our firm’s clients who was well-known for being a bit of a pickle. He was a middle manager at a very large telecommunications firm and was an old hand at dealing with… vendors. I was just the latest in a parade of account executives this guy had seen – and an exceedingly green one at that.

One of my first assignments in my new job was to fly out to see one of our firm’s clients who was well-known for being a bit of a pickle. He was a middle ma

Professional services firm leaders often have ambitions to create “innovative” or “client-centric” cultures. Unfortunate...
08/26/2022

Professional services firm leaders often have ambitions to create “innovative” or “client-centric” cultures. Unfortunately, many act in ways that shock the soul out of their firms and prevent them from ever realizing their visions.
In 1967, Martin Seligman, a psychology professor at the University of Pennsylvania, began conducting Pavlovian experiments on dogs to understand learning behaviors.

Professional services firm leaders often have ambitions to create “innovative” or “client-centric” cultures. Unfortunately, many act in a way that shock

Why are viewers loyal to CNN, NPR, or Fox News? Why do our Facebook and YouTube feeds provide us with a consistent and r...
08/18/2022

Why are viewers loyal to CNN, NPR, or Fox News? Why do our Facebook and YouTube feeds provide us with a consistent and reinforcing string of posts related to the ones we’ve watched before? Why are we affiliated with the political party we are? Why do we hang with the group of friends that we do?

The simple and profound answer is that they each shares “Simpatico” with us.

Why are viewers loyal to CNN, NPR, or Fox News? Why do our Facebook and YouTube feeds provide us with a consistent and reinforcing string of posts related to th

In The Marketing Trend Devouring Your Core Business, I described how SaaS companies are using content marketing to aggre...
08/17/2022

In The Marketing Trend Devouring Your Core Business, I described how SaaS companies are using content marketing to aggressively commoditize traditional professional services firms. This week I offer some suggestions firms can put in place to immunize themselves against the onslaught.

Clients don’t care where ideas come from as long as they help them achieve their goals. The best ideas result from a strategic intellectual capital agenda--not luck.

Why do your clients buy services you offer from other firms?It happens time and time again. You learn through the grapev...
08/17/2022

Why do your clients buy services you offer from other firms?
It happens time and time again. You learn through the grapevine or through a loyal client that another client has just chosen a competitor for a service that you provide. When you ask your client why he chose a competitor, he says, “I didn’t know you did that.”

Why do your clients buy services you offer from other firms? It happens time and time again. You learn through the grapevine or through a loyal client that ano

If you were to ask me what is the one common marketing error most professional services firms make, I would not hesitate...
08/16/2022

If you were to ask me what is the one common marketing error most professional services firms make, I would not hesitate to say, “They fall in love with their ‘solutions’.” By that I mean they make their internal P&L structure their market face and become proverbial hammers looking for nails to pound. Unfortunately, clients do not view their lives and challenges as nails.

If you were to ask me what is the one common marketing error most professional services firms make, I would not hesitate to say, “They fall in love with their

You're hiring a Fractional CMO. Now what?Congratulations on your bold decision to add the insightful strategy and market...
08/15/2022

You're hiring a Fractional CMO. Now what?
Congratulations on your bold decision to add the insightful strategy and marketing leadership of a Fractional CMO to your team of trusted advisors! You know that the right CMO can help catapult your firm to the next level of performance excellence, but how do you get the most out of hiring a fractional CMO?

You're hiring a Fractional CMO. Now what? Congratulations on your bold decision to add the insightful strategy and marketing leadership of a Fractional CMO to

Aligning Sales and Marketing in professional services–in any industry for that matter–is a perpetual challenge. If you s...
08/14/2022

Aligning Sales and Marketing in professional services–in any industry for that matter–is a perpetual challenge.
If you spend time in either function, you know what I’m talking about. Marketing blames Sales for not following up on the leads they share. Sales says the leads are worthless.

Aligning Sales and Marketing in professional services–in any industry for that matter–is a perpetual challenge. If you spend time in either function, you

This post is the first in a series to share how professional services can develop and execute marketing strategy. Unfort...
08/13/2022

This post is the first in a series to share how professional services can develop and execute marketing strategy. Unfortunately, this series will not give you a template that you can simply fill in. Instead, it will give you a strategic framework to guide both the thinking about AND deployment of your marketing strategy.

A strategic framework for how professional services can develop and execute a marketing strategy that accelerates growth.

Environment, Social, and Governance (ESG) “marketing” is the season’s latest trend. If you haven’t noticed, it might be...
08/12/2022

Environment, Social, and Governance (ESG) “marketing” is the season’s latest trend. If you haven’t noticed, it might be a good time to start paying strategic attention because it will be impacting your firm in a significant way shortly.
Why is ESG important to Professional Services?

ESG will have a huge impact on professional services from branding to sales to delivery to recruiting and culture. ESG, ultimately, is about ensuring “the permission to operate” in the markets you've chosen to serve.

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